This is a strategic first step as part of the larger 'Embracing Our Roots' initiative being led by the Fort St. James Chamber of Commerce to revitalize the town's downtown and to provide downtown shopping opportunities for tourists who visit the community to see the Fort St. James National Historic Site. The Embracing Our Roots program provides incentives for downtown businesses to upgrade their buildings and also provides training and development for busineses to improve their marketability. In addition, a landscaping plan has included site development for feature points, improve signage both for entry and internal wayfinding. A heritage walk is also now introducing visitors to the rich, diverse history of Fort St. James while encouraging visitors to support downtown businesses.
In 2011, the community held a celebration event for this three-year project, announcing that exterior upgrades had already been completed on twenty different buildings throughout Fort St. James' downtown. Also completed was the installation of an electronic notice board to advertise local community events, signage to direct people into town and a number of landscaping blocks along downtown walkways.